RELATIONSHIP MARKETING AWARDS 1999: BBC Haymarket Exhibitions best use of live events

WINNER
Client
H P Bulmer
Agency
RPM Live Communications
HIGHLY COMMENDED
Client
Land Rover
Agency
Craik Jones Watson Mitchell Voelkel

WINNER

Client

H P Bulmer

Agency

RPM Live Communications

HIGHLY COMMENDED

Client

Land Rover

Agency

Craik Jones Watson Mitchell Voelkel



WINNER



Bulmer was looking for a suitable promotion to run alongside its

’maximum refreshment, minimum effort’ ad campaign for Strongbow

cider.



Because building a brand relationship with 18- to 24-year-olds can be a

difficult challenge, the preferred solution was to take the brand to the

consumer at four leading surf and music festivals.



A large, inflatable black-and-yellow structure was developed, flanked by

two 40ft dancing figures. Entry was via a ’sensory taste tunnel’. Bubble

projections on the wall added to the idea that people were walking into

a pint of Strongbow.



Emerging from the mist, each consumer was given a sample of cider, and

invited to join the party in the Maximum Refreshment bar.



More than 113,000 people were sampled, representing 55% of those

attending the festivals. In interviews with a section of the audience,

52% said the promotion had changed their perceptions of Strongbow, and

86% said they would consider buying it in future.





HIGHLY COMMENDED



When Land Rover launched its New Discovery 4x4, aimed at the leisure

market, it mailed a video to existing customers and prospects to explain

its technology and the fact that it had been taken on the world’s

longest test drive.



Dealers then nominated prospects to be invited to a series of on- and

off-road test drives at stately homes. An invitation to bring a

colleague helped extend the prospect list.



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